I think its somewhat important. I'm mean if you hate the way it looks your not going to be completely happy with it, but its far from "everything." I couldn't even look at some of the 80's color boards.
I actually hate most board graphics. They're usually either way over the top, colorwise, or look like a child or someone wasted drew them. So it comes down to if it's just too damn ugly or ridiculous to be seen with. (btw, I'd didn't think the ladies choice was that bad. If I was a girl, and loved the specs, I'd probably ride it. Seen much worse)
Not at all important for me. When I ride, I never look at my board and stare at the top sheet, so top sheet graphics doesn't matter at all. I bought my board based on performance, not on top sheet design.
About the only time anyone can see the graphics on my board is when I'm at the lodge and the board is on the racks, so what goes on outside the lodge isn't really my concern, nor should it be. What do I care for how a 13 year old thinks of my board when I'm chowing down a pizza?